Development of a green consumer behaviour model

Research on the background of green behaviour has indicated that the relationship between its antecedents and behavioural consequences is complex and constitutes a challenge for both academics and marketers. Thus, this study aims to explore the link between environmental values, attitudes and behaviours, as well as to develop and test a model that could be valid and applicable to a set of consumers living in different countries. The research examines the perceptions of a sample of 1175 consumers from England, Germany, Portugal and Spain. A model was developed to test the relationships between concepts such as man-nature orientation, generativity, environmental concern, conserving behaviour and environmentally friendly buying behaviour. Structural equation modelling was performed to assess the significance of those linkages. The results obtained confirm the relationship between attitudes and behaviours as the construct conserving behaviour appears to influence buying behaviour, and suggests some measures which may be implemented in simultaneously testing education concepts across audiences in different countries.